Consumer behaviour is increasingly becoming multi-screen in nature. We spend more time on tablets like the iPad than watching tv, more time on the mobile phone browsing than our laptops. This dramatic shift around the way we communicate brings up new challenges as small businesses to connect with our customers.
A report by the Latitude Group suggests that:
- Smartphones will account for 10% of all website visits by the end of 2012.
- 7% of all website visits will come from Tablets by the end of 2012.
- As many web visits will come from Android based phones as iOS by the end of the year.
- Mobile and Tablet collectively will represent 20% of all Paid Search clicks.
- Mobile conversion rates will continue to improve as more sites become optimised for mobile.
- Google will introduce algorithmic penalties for websites that are not optimised for mobile. Affected websites will see drops in Adwords quality scores and Organic rankings.
- Nokia will announce plans to release Android based handsets following low consumer adoption of Windows Phone.
- iPhone5 to be released late Q3? Guaranteed to get huge press coverage, this will be another major growth driver for the mobile web, both in terms of buzz and in terms of hardware hitting consumers’ hands.
TV broadcasters and advertisers will adapt to a four-screen audience. Programmes and TV ads will increasingly be augmented with tablet and Smartphone based services. Look out for the BBC’s four-screen approach to the Olympics this year.
• 43% of respondents spend more time with their tablet than with their desktop/laptop• 1 in 3 respondents spends more time with their tablet than they do watching TV. Tablets are used widely for playing games, searching for information and emailing• Most popular activities on tablets include gaming (84%), searching for info (78%) and emailing (74%) • Least popular include shopping(42%), reading e-books (46%) and consuming entertainment (51%)People are spending at least an hour a day on their tablet and using it primarily at home• 68% of respondents spend at least 1 hour a day on their tablet • 82% of respondents primarily use their tablet at homeTablets are used mostly on weekdays and in the night• 69% of respondents said they use their tablet more frequently on weekdays relative to weekends • Tablets are used more during the night according to 62% of respondentsTablets are replacing time spent with desktops/laptops• 77% of respondents reported that their desktop/laptop usage decreased after getting a tablet • 28% of respondents said that the tablet is their primary computer
What does this mean for the small business.
- You need a mobile strategy to reach your customers. This means a mobile website. 79% of major online businesses did not have a mobile optimised website.Latitude Group – March 2012..
- You need the tools to see how your website is working.HowToGoMo – a Google initiative to help businesses understand how their website is seen by mobile users, including resources to help build mobile optimised websites. This is a great tool for quickly assessing how well a website is serving mobile visitors .
- You need need to get educated about what your buyers are doing so you know how to access them. Email may not be the best way anymore.